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Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign

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Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign

最 低 价：￥158.00

定 价：￥201.70

作 者：Leland Harden（利兰·哈登），Bob Heyman（鲍勃·海曼） 著

出 版 社：AMACOM

出版时间：2010-11-17

I S B N：9780814416204

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    内容简介
    With marketing budgets stretched tight, it's harder than ever to justify expenditures, and ensure that marketing dollars are spent in ways that get results. Marketing by the Numbers shows readers how to implement, evaluate, and utilize key analytics to maximize marketing ROI. Explaining best practices and the most useful dashboards and tools, the book equips readers with proven methods to:

    Predict, monitor, and measure the success of campaigns based in both traditional and Internet media

    Align business and marketing goals

    Concentrate on the right metrics rather than drowning in a sea of data

    Turn data into actionable recommendations

    Providing case studies, techniques, and checklists, the book pays special attention tothe new generation of web tools, and reveals how any business can effectively use the data available to them; and take advantage of every marketing opportunity.

    作者简介
    LELAND HARDEN and BOB HEYMAN cofounded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is now Vice President of Institutional Advancement at Hardin Simmons University. Heyman is the CEO of the Digital Engagement Group and the creator of Kidzter . Together, they are the authors of Digital Engagement (978-0-8144-1072-1).

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